These days, you go to a car dealership and you buy a car. If you want seat heaters, you might need to option for the cold weather package from the factory. Want the high-end stereo? You'll be likely be opting for some technology package which bundles in navigation. While some options are a la carte, most are bundled, and even when they are a la carte, they aren't cheap. What if in the future you could buy a car and unlock options later? Say the car came from the factory with heated seats, but you didn't pay for them. But later on, say in the middle of the freezing winter, you suddenly want them. What if you could simply pay a monthly fee during the winter months to have those heated seats work? Whether this model would benefit the consumer, the automakers, or both is yet to be seen. But automakers such as MINI are already talking about this type of a future. Is this the right road to be headed down, or are consumers going to just get screwed in the long run?